In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Repeatedly confronted with their own faces on virtual meetings, Japanese businessmen are embracing make-up to glam up their online reflections. In pursuit of a boost of self-confidence, older men are dissolving beauty binaries, reinventing masculinity for themselves.

Shiseido has created a facial map to help Japanese men master applying make-up. Even though male makeup is becoming more mainstream, there remains a knowledge gap when it comes to using products effectively, creating room for brands to offer guidance.

Staring at our face close-up on constant Zoom calls isn’t doing most people’s self-confidence any favors. A little bit of make-up can give our self-esteem a boost and Tribe is catering to cosmetics-curious men by offering modern make-up’ without the dated messaging of hyper-masculinity.

Skincare aficionados may have spent the best part of the 2010s championing K-beauty, but amid the uncertainty of the pandemic, Japanese rituals have gained fresh relevance around the world. How is J-beauty balancing old and new wisdom to meet evolving consumer needs?